The repositioning led by Ana Couto reflects the values that represent the holding company, which includes XP Investimentos, Rico, Clear, and Infomoney.
Starting this week, the XP Group has a new brand and visual identity, becoming XP Inc., in a repositioning led by the Ana Couto agency. According to the company, the new look reflects the values that represent the holding company, which includes XP Investimentos, Rico Investimentos, Clear Corretora, the finance website Infomoney, and other initiatives in education, asset management, and insurance.
“After 18 years, we realized it was time to review the positioning of our corporate brand. Over the years, we developed new business lines, created new brands, and the previous institutional brand no longer spoke to this diversity of initiatives,” says Fernando Vasconcellos, partner and CMO of XP Inc. According to Ana Couto, the challenge was to work on the corporate brand's branding so that it represented the constant evolution of the business.
“We replaced the word 'Group,' a term that would require translation, with XP Inc., to highlight that this is a global company. Visually, it's a brand that represents expansion, with an arrow, a window of opportunity that encompasses all initiatives,‘ says Ana Couto, CEO of the agency.
In an interview with Meio & Mensagem, Fernando Vasconcellos details the repositioning process.
Meio & Mensagem – What does this repositioning represent for the brand?
Fernando Vasconcellos – Our goal with this change is to showcase the diversity of our businesses and bring to light the values of big dreams, open-mindedness, and entrepreneurial spirit that reflect the company's culture and purpose. It's only natural, after 18 years of history, to align who we are today with who we want to be in the future.
How does this strengthen the brand-building process that XP has been consolidating in recent times?
After developing different brands and business lines within the company, we understood that it was time to revisit the corporate brand, since until then the XP Group followed the identity of XP Investimentos, which today is one of the company's several businesses. Thus, the new XP Inc. visual identity represents the company's constant evolution and encompasses all business initiatives that are part of the company. XP Inc. also reflects the purpose of transforming the financial market to improve people's lives and speaks the language of investors, from beginners to experienced ones, showing that taking good care of your money is not something far from reality.
What caught my attention was the brand's global reach; how does that impact the strategy?
We've been an international company for quite some time, with offices in the United States and Europe. The new brand will help us communicate better in those countries as well. It was a branding decision to revitalize the corporate brand in a way that could encompass the plurality of businesses we have.
Originally published in Media & Message, on September 16, 2019
